Food

Fresh, packaged and frozen foods both regular and diet/light.

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2003 SILVER

Two-Week Tune-Up

Built on the insight that people, while managing their health, are looking for easy solutions which lead to immediate gratification, the new All-Bran campaign offers a proposition which serves as an effortless way to feel noticeably better in a time frame of two weeks. The "Two-Week Tune-Up" campaign is distinct and simple in using a mechanical tune-up analogy to demonstrate the role of All-Bran and effectively communicate the benefit without having to dwell on the mundane physical and medical details. Additionally, it offers innovative solutions on diluting the "bad taste," thus making All-Bran an easy way to obtain fiber. The campaign was successful in stemming the brand's decline and resulted in 15% volume sales which exceeded the set objective of 7.4%.

Brand: Kellogg: All-Bran
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2003 SILVER

Hellmann's at Its Best

After twenty years of declining sales and brand imagery reminiscent of the 1950's, the venerable Hellmann's, like all mayonnaise brands, was in need of a wakeup call. Driven by new advertising, the brand relaunch would not only have to help stem the decline of sales, but would also begin to pave the way for product innovations that would allow the brand to stand for more than mayonnaise. Early evidence shows that the brand is well on its way to achieving both. Sales declines have slowed, and brand imagery has been successfully updated.

Brand: Hellmann's
Client: Unilever
Agency: Lowe and Partners
Language: English

2003 SILVER

Respect Yourself in the Morning

Built on the insight that busy people are vulnerable to making bad food choices in the morning, Nutri-Grain's new campaign recognizes that "you are what you eat," offering a better breakfast to its busy and savvy adult target. The "Respect Yourself in the Morning" campaign's wry, tongue-in-cheek approach forces people to confront their own behavior and , at the same time, reappraise the brand. With a first-ever integrated program, the brand surrounded people when and where they are most vulnerable to bad morning foods. Nutri-Grain sales are up over 20% in 2002, with over a year of sustained success since the campaign debuted.

Brand: Kellogg's Nutri-Grain
Client: The Kellogg Company, Keebler Division
Agency: Leo Burnett USA
Language: English